We change the way people buy, consume, keep and enjoy furniture.

From startup to company

Our Startup was founded in 2016 in Reggio Emilia, Italy, with the ambition to make modern, useful, and durable, sustainable furniture.
The first product developed were PlayWood® connectors, an assembly system that allows you to transform simple wooden panels into furniture, as easily as a construction toy. In recent years the PlayWood® connector system has been used by thousands of customers around the world, to meet the needs of any type of space and adapting to the most varied styles. The system finds its greatest application in the furnishing of temporary spaces, but it is also used for home furnishing and for the development of DIY projects that require maximum customization.

In 2020 we launched our first furniture collection: durable furniture offered at affordable prices thanks to an online Direct-to-consumer model able to shorten the distance between the production and the final customer. We are proud to be able to maintain a tradition for design and quality, intrinsic characteristics of our Country. The most modern technologies and a constant search for new production techniques guarantee excellent quality furniture at a competitive price on the market.


PlayWood products are sold in 32 Countries, 78% of revenues come from foreign sales. Over 900.000 units sold. We directly supply large distribution chains such as Leroy-Merlin (Adeo Group) and Bauhaus as well as 15.000 unique customers.
Our current team is made up of 10 people, we have the necessary roles to promote on-line and off-line growth. We know the sales metrics, we have acquired technical skills in the relevant markets.
Our products are developed to offer the best user experience; thanks to PlayWood connectors
our customers can create customised furniture in an easy and fun way;
our production and logistics comply with the highest sustainability standards.

Founders & Partners

PlayWood is led by a young team of motivated and passionate entrepreneurs who want to establish a recognizable, modern, and responsible brand.

LVenture Group and Barcamper Ventures, an investment fund managed by PrimoMiglio SGR S.p.A., together with many business angels have supported our growth, invested in the project, and allowed us to develop a highly scalable and international business model.


The startup founded by Stefano Guerrieri, Carlotta Nizzoli and Mirco Bonilauri, which received an award at the second edition of "Innovators" - an award given by the Milan Triennale to entrepreneurs who have managed to combine creativity and talent, applying technology in traditional sectors - is ready to expand its catalogue and strengthen its international growth.

In 2019, the PlayWood furniture system won the international A design award as the best product for home and office furniture.